From Hot Dog Vendor to Property Guru

Yusuf Essa (48) is best known as an International Best-Selling Author of “The Choppee Journey”. He is also an acclaimed international multi-award winning entrepreneur, trainer, CEO and realtor.

“I was successful in every business. God just blessed us. I wake up every day with an attitude of gratitude. I prefer to concentrate on the positive.”

Tell us about experience and qualifications?

Yusuf charismatically smiled and courteously replied, “I have my Masters in Experience-born-out-of-natural-talent. There has always been a hidden entrepreneur inside me which needed to be explored. This led to many business ventures which provided me with many hard lessons forcing me to learn quickly and direct my skills to building my businesses.”

He continued, by reiterating that it was always his passion to serve his community, his family and friends and not forgetting the nationally recognised real Estate Company, CHOPROP. He also served in his personal capacity as chapter President for FIABCI, the International Real Estate Federation.

Tell us a little more about your real estate company?

“I realised that there was a niche in the market for property in Laudium (Pretoria) – a place with a unique and warm culture.”

“We decided to open an academy of learning and started training and empowering people from disadvantaged backgrounds in a two-day course as estate agents after which they had to complete their internship, could register, apply for full status, and then start their own business. Back in the day, it was easy to become and estate agent, but now you need to go through programmes- a formalised and regulated programme.”

“Since then, we have trained around 5000 people who are now running their own successful brands all over the country.”

“We focus on property sales, asset management, residential and commercial properties, the management of business administration and auctioneering. I was nominated as president of the International Real Estate Federation which led to us being asked to set up a chapter in South Africa.”

How did you start this company?

“My journey from a hotdog vendor to an established property guru was filled with the hard work and challenges that are designed to deter the most resilient entrepreneur. With all this came heaps of mundane administration! Every businessman will agree that it takes a great deal of responsibility to accomplish your dreams. Thankfully joy and blessings were bundled in the same package and together, we made it through!”

In 2017 Essa published his book titled “From Hot Dog Vendor To Property Guru” with the help of a ghost writer. (Download it on Amazon.)

He says; “I had a heartfelt need to make a difference in the community. As a result, the company became involved with youth development programmes, visited various townships and explored emerging markets.”

“Starting a new business has its challenges, particularly when venturing into unknown territory and having to contend with a struggling economy; it was not exactly the best time. The real estate industry was for a long time dominated by bigger brands who controlled the property market – from property sales to legislation and education. This did not discourage us in any way. The more resistance we met, the more determined we became.”

“Our brand grew at a progressive rate, and we soon found ourselves in a more comfortable and accepted space.”

CHOPROP specialises in property within the emerging market sector.

Yusuf comes back to the source of their inspiration by saying that family support and love are fundamental and most valued above everything else.

It has been through hard work, discipline, commitment, blood, sweat and tears that they were able to build their business, and they remain committed to maintaining the highest standards of service delivery to all their clients. Living by the motto, “The customer is always right, even when our customer may be wrong.”

We understand that you recently lost your beloved wife who played an important role in helping to build your empire?

A look of disbelief and sadness falls upon Yusuf’s face as he bravely talked about his late wife Shazia.

“We lost Shazia this year (April 2021) due to Covid complications. It has been a humongous loss to me and our three sons and our daughter-in-law and family and friends. However, I am grateful that I was blessed with 27 years of my life with Shazia, we shared a common bond and committed to build our business together as she was of great support and an integral part of the business. Shazia was and will always be the love of my life. It is very unfortunate that many families as well as ours had to experience the wrath of the Covid-19 pandemic. Our lives continue with a huge void with the loss of Shazia, but my family and I are steadfast in believing that we must and should continue to honour Shazia by living the life she wanted us to have.”

“We learn something from everyone who passes through our lives. Some lessons are painful, some are painless…but all are priceless”

From humble beginnings, a journey that may have started with hotdogs, hard times and huge challenges, the company has come of age as Choppie dreamed and now makes a meaningful contribution to people’s lives. In return, the industry has acknowledged their dynamism with global accolades that prove their worth.